Why Commercialising Social Sciences Could Be the Next Big Thing

Turning knowledge into impact: the future of social science innovation.

For decades, the commercialisation of research has been synonymous with science, technology, engineering, and mathematics—sectors where patents, intellectual property, and startup ventures drive economic and technological advancement. But what if research in the social sciences, humanities, and arts had an untapped potential to shape the world in just as meaningful a way? Dr Syahirah Abdul Rahman, Senior Lecturer in Innovation and Entrepreneurship at Oxford Brookes Business School and Co-Investigator of Innovation & Research Caucus, believes that time has come.

In the latest episode of Oxford Brookes Unscripted, Shera challenges the long-standing divide between STEM and SHAPE—an acronym for Social Sciences, Humanities, and Arts for People and the Economy. She argues that SHAPE research, often viewed as theoretical or abstract, has the power to fuel innovative solutions for societal challenges when commercialised thoughtfully.

“There’s a perception that commercialisation is just about making money,” says Shera. “But in reality, it’s about sustaining research impact. Instead of research findings being locked away in academic journals, commercialisation offers a pathway to real-world application, benefiting communities, businesses, and policymakers alike.”

This shift in thinking is not without resistance. The idea of monetising SHAPE research has long been met with skepticism in academia, where commercialisation is often seen as a departure from the pursuit of knowledge for its own sake. Many scholars fear it could dilute the integrity of their work or force research priorities to align with market demands. But Shera sees commercialisation not as a threat, but as a tool for expanding impact.
“In STEM, commercialisation is second nature—think pharmaceutical innovations or tech startups,” she explains. “But SHAPE research has just as much potential to drive meaningful change. Whether it’s a social enterprise tackling inequality, a policy tool improving governance, or a digital platform enhancing education, SHAPE knowledge can be transformed into scalable solutions.”

One striking example is In Place of War, a project originating from the University of Manchester that supports artists in conflict zones to create cultural spaces for expression and healing. Another is Ferly, a startup leveraging cognitive behavioral therapy to help women navigate sexual well-being—born out of research at the University of Oxford. These ventures demonstrate how SHAPE commercialisation can turn research into products and services that have tangible societal benefits.

Despite these success stories, barriers remain. Universities still prioritise publications as the primary measure of academic success, and funding structures tend to favor traditional commercialisation routes like intellectual property and patents—more suited to STEM disciplines. Moreover, many SHAPE researchers lack the entrepreneurial training needed to navigate the commercialisation process.

However, momentum is building. The UK’s Economic & Social Research Council (ESRC) are pushing for greater support for SHAPE commercialisation, and initiatives like Aspect—a network of universities fostering social science innovation—are rapidly expanding. Shera herself is involved in a pioneering partnership to establish a dedicated SHAPE-focused shared technology transfer office involving multiple universities and SHAPE commercialisation experts, ensuring that social science, arts and humanities researchers have the same level of commercialisation support as their STEM counterparts.

“We’re at the beginning of something transformative,” she says. “If we can shift the academic mindset and build better support systems, we can create a future where SHAPE research doesn’t just inform policy but actively changes lives on a larger scale.”

For those in the social sciences, arts and humanities wondering whether commercialisation is a viable route for their work, Shera offers a simple perspective: “It’s not about putting a price tag on knowledge. It’s about ensuring that knowledge doesn’t sit on a shelf—it goes out into the world where it can make a difference.”