As an aside, I have family who works in academe (my father's a professor and my wife's a researcher). Both are in fields that yield a quite a lot of applied research (ICT and new media, respectively). Both have participated in projects that have led to commercial activity.
You might be interested to hear that one major area of interest in both fields right now is what you call "social research." For example, the software engineering field has benefited greatly from bringing on-board sociologists and social psychologists, since about 90% of the challenges in software engineering aren't engineering problems at all -- they're social problems. Projects rarely fail because of insuperable technical obstacles; they fail because teams don't cohere, and sociologists and social psychologists have been able to greatly increase our understanding of why this happens, or doesn't happen, and what could be done about it.
I've participated in a couple of research projects as well, with our company as an industry partner, and we've in fact just agreed to participate in another one next year. It's about distributed software development, and the emphasis is very much on "social research."
And how did the sociologists and social psychologists get to the point where they're able to make this kind of contribution to software engineering? By doing lots and lots of obscure research that often looks quite pointless from the outside.