In our latest spotlight on the 2024–25 University Enterprise Fellows, we meet Professor Iain Gilchrist, a neuropsychologist whose fascination with the human mind has led to groundbreaking research at the intersection of neuroscience, technology, and the creative industries. Iain’s journey is a powerful example of how the UEF can help transform deep academic insight into a scalable, impactful venture—one that’s already reshaping how we understand audience engagement.
From Distraction to Immersion: A Scientific Curiosity
For over 25 years, Iain has explored the marvels of the human brain—how we see, remember, and respond to the world around us. His research has long focused on how we sense and interpret our environment, but in recent years, working with Professor Danae Stanton Fraser, from the University of Bath, he’s zeroed in on a particularly compelling question: what happens in the brain when we become fully immersed in something?
“Humans are naturally distractable,” Iain explains. “And that’s not a flaw—it’s a feature.” From an evolutionary perspective, being easily distracted helped our ancestors stay alert to danger and adapt to changing environments. “It’s what stops us getting eaten by lions,” he jokes. But what fascinates Iain is that, despite this default state, we’ve created cultural artefacts—film, theatre, music—that can completely absorb us. “That shift in mental state is remarkable,” he says. “It’s the opposite of vigilance, and yet we enter it willingly, even joyfully.”
This curiosity led to a research programme funded by the UKRI MyWorld Grant (www.myworld-creates.com), investigating the neural, behavioural and physiological signatures of immersion. Using wearable tech and remote sensing tools, Iain and his team can now measure, moment-by-moment, how engaged an audience is with a piece of content—whether it’s a Netflix pilot, a live concert, or a theatre performance.
From Research to Real-World Impact
At the heart of Iain Gilchrist’s enterprise journey is a deceptively simple question: how do we know when an audience is truly immersed in a piece of content?
This question, rooted in decades of neuropsychological research, has led to the development of a novel methodology for measuring audience engagement moment-by-moment. Iain and his team have pioneered a suite of tools that combine wearable technology—such as EEG headsets, heart rate monitors, and accelerometers—with remote sensing techniques like thermal imaging and webcam-based motion tracking. These tools allow them to capture moment-by-moment physiological and behavioural responses to content, from films and TV shows to live theatre and music performances.
The result is a powerful new way to understand how audiences experience creative content—not just whether they liked it, but exactly when they were captivated, distracted, or emotionally moved.
This innovation has immediate relevance for the creative industries. Content creators often rely on instinct and post-release feedback to gauge the success of their work. But Iain’s methods offer something far more precise: data-driven insights that can inform editing decisions, shape narrative structure, and ultimately enhance the emotional impact of a piece before it ever reaches the public.
For example, a production team might test a pilot episode with a sample audience and receive a detailed report showing exactly when viewers were most engaged—or when their attention drifted. This feedback can then be used to refine the content, making it more compelling and resonant. As Iain puts it, “We’re helping creatives understand their audience in a way that’s never been possible before.”
The potential applications are vast. From streaming platforms and film studios to live performance venues and museums, any organisation that creates or curates’ content can benefit from these insights. And because the methods are non-invasive and scalable, they can be applied in cinemas, concert halls, or even people’s homes.
What began as a fundamental research question—what happens in the brain when we’re immersed? —has evolved into a service with real commercial value
The UEF: Creating Space to Build
The University Enterprise Fellowship arrived at just the right moment. It gave Iain the space to step back from day-to-day research and explore what a commercial offering might look like. “The Fellowship gave me time to learn,” he reflects. “To understand what it takes to build a business, and to listen—really listen—to what potential clients need.”
That listening has been central to the journey. Iain and his team have spent the past year engaging with stakeholders across the creative industries, refining their offer, and exploring different business models. What’s emerging is a hybrid approach: consultancy services to start, with a longer-term vision of a scalable software-as-a-service platform—potentially under the name Audience Insights.
Building a Team, Building a Future
Iain is quick to emphasise that this has never been a solo effort. “I’ve always worked in teams,” he says. “And this one is exceptional.” From fellow academic collaborators to enterprise leads, business advisors, and early-career researchers, the project has brought together a diverse group with shared purpose.
That diversity has been key—not just in skills, but in perspective. “Having people who challenge you, who see things differently, that’s where the real growth happens.”
The team’s work has also been shaped by their participation in the ICURe programme, which Iain describes as “an amazing experience.” From initial workshops to full business model development, ICURe has helped crystallise the vision and prepare the team for a potential spin-out.
A New Way of Working
For Iain, the shift from academic research to enterprise has been both challenging and rewarding. “It’s a different way of thinking,” he says. “You’re not just answering questions—you’re building something that lasts.”
That mindset shift has also opened new doors for early-career researchers on the team, some of whom are now considering enterprise pathways themselves. “It’s not for everyone,” Iain acknowledges. “But for those who are curious, it’s an incredibly exciting journey.”
Advice for Future Fellows
Iain’s advice to others considering the UEF? “Listen. Be open. And don’t try to do it all yourself. The Fellowship gives you the time and the network to build something properly—and that makes all the difference.”
From brainwaves to box office, Iain’s work shows how enterprise can emerge from curiosity, collaboration, and a willingness to step into the unknown. Thanks to the UEF, that vision is becoming a reality—one audience at a time.