BEST Research Group

Behavioural Science, Social Dynamics and Impact

Group Leader

Makia Christine Masong

Dr. Makia Christine Masong is a Medical Anthropologist, Public Health Researcher, and implementation scientist with over nine years of experience leading interdisciplinary research across Africa at the intersection of behavioural science, health systems, and social equity. Her work seeks to understand how behavioural, social, cultural, and institutional factors shape the adoption, implementation, and sustainability of health interventions, with the overarching goal of translating research into meaningful societal impact. Dr. Makia Masong’s research has made important contributions to the fields of neglected tropical diseases, particularly female genital schistosomiasis (FGS), health systems strengthening, universal health coverage, implementation science, reproductive health, and health equity. She has successfully led and coordinated multidisciplinary and multi-country research projects in collaboration with governments, international organizations, and academic institutions, generating evidence that informs policy and strengthens health programmes across Africa.

She holds a PhD in Medical Anthropology from the Catholic University of Central Africa (UCAC), an MSc in Project Management with a specialization in Monitoring and Evaluation, and a BSc in Sociology and Anthropology from the University of Buea. Her expertise encompasses qualitative and mixed-methods research, ethnography, implementation research, monitoring and evaluation, stakeholder engagement, knowledge translation, and policy-oriented research. Throughout her career, Dr. Makia has held senior research and consulting positions with the Swiss Tropical and Public Health Institute (Swiss TPH), the Clinton Health Access Initiative (CHAI), the Ecumenical Vision for Health Development Foundation (EVIHDAF), Sightsavers, Good Neighbors Cameroon, the Liverpool School of Tropical Medicine (LSTM), and the Organisation de Coordination pour la lutte contre les Endémies en Afrique Centrale (OCEAC). She also serves as a lecturer in Medical Anthropology and Public Health at the Catholic University of Central Africa. An accomplished scholar, Dr. Makia Masong has authored and co-authored numerous peer-reviewed publications in leading international journals, including Bulletin of the World Health Organization, BMJ Open, Global Health Action, International Health, PLOS Global Public Health, and the American Journal of Tropical Medicine and Hygiene.

As Group Leader of the Behavioural Science, Social Dynamics and Impact (BEST) Research Group at the TREND Foundation, she leads interdisciplinary, community-engaged, and implementation-focused research that bridges scientific innovation with policy and practice, advancing evidence-based solutions that improve health, strengthen systems, and promote equitable and sustainable development.

About

Background

Across health, development, and environmental challenges, remarkable advances continue to emerge, from diagnostics and vaccines to digital technologies, artificial intelligence, and novel interventions. Yet many of these innovations fail to achieve their intended impact because they encounter behavioural, social, cultural, economic, institutional, or policy barriers. Understanding and addressing these human dimensions is therefore essential to translating research into meaningful societal outcomes. To bridge this critical gap between scientific discovery and societal impact, BEST Research Group was established on a simple but fundamental premise: scientific innovation only creates value when people adopt it, institutions support it, and societies trust and sustain it. We generate rigorous evidence on how people think, make decisions, interact, organize themselves, and respond to change, while examining how communities, health systems, governments, and institutions influence the adoption, implementation, and sustainability of innovations. By integrating behavioural science, implementation research, social science, systems thinking, and policy analysis, BEST ensures that research does not end with publication but informs programmes, policies, and practices that improve lives. Our work recognizes that health and development challenges are rarely driven by biological or technological factors alone. They are shaped by human behaviour, social relationships, cultural values, trust, governance, communication, economics, and the broader environments in which people live. These interconnected factors determine whether evidence is accepted, whether interventions are implemented effectively, and whether innovations produce lasting impact. As an interdisciplinary research community, BEST Research Group brings together expertise in behavioural science, psychology, sociology, anthropology, public health, implementation science, economics, communication, political science, data science, and systems research. Through collaborative partnerships with communities, governments, academia, civil society, and industry, we co-create evidence-informed solutions that are scientifically robust, contextually relevant, and socially responsive. Ultimately, BEST advances TREND Foundation’s vision by ensuring that research is not only scientifically excellent but also people-centred, policy-relevant, implementation-ready, and capable of delivering measurable and sustainable societal impact.

Research Goals

BEST Research Group seeks to become a leading African centre of excellence in behavioural and social science research that accelerates the translation of knowledge into policy, practice, and societal benefit. Our goals are to : i) advance understanding of the behavioural, social, cultural, institutional, and economic determinants of health and development; ii) generate evidence that improves the design, implementation, adoption, and sustainability of innovations and interventions; iii) strengthen implementation science and knowledge translation to bridge the gap between research and real-world practice; iv) support evidence-informed policymaking through rigorous behavioural and social science research; v) promote meaningful community engagement and stakeholder participation throughout the research and innovation lifecycle; vi) develop innovative approaches to behaviour change, science communication, and public engagement; vii) build research capacity in behavioural science, implementation research, and impact evaluation across Africa; and viii) maximize the societal impact of research by ensuring that evidence informs programmes, policies, and systems that improve population well-being.

Our research

Our research is organized around four (04) interconnected strategic Research Axes that collectively address the human dimensions of translational research. Together, these Research Axes generate the evidence needed to ensure that scientific discoveries are effectively adopted, implemented, scaled, and translated into lasting societal impact.

Research Axis #1 - Behavioural science and decision-making

This Research Axis examines how individual and collective behaviours influence health, innovation uptake, and development outcomes. We investigate the psychological, cognitive, social, and contextual drivers of behaviour and design evidence-based interventions that promote healthier decisions, increase adoption of innovations, and improve programme effectiveness. Research areas include Behaviour change science, behavioural economics, decision science, vaccine confidence and health-seeking behaviour, adherence and preventive behaviours, human-centred design, digital behaviour change, risk perception and health literacy.

Research Axis #2 - Social systems, communities and implementation

This Research Axis explores how communities, institutions, cultures, and health systems influence the successful implementation and sustainability of innovations. We study the social dynamics that determine whether interventions are accepted, implemented effectively, and sustained over time, with a strong emphasis on community engagement, implementation science, and systems strengthening. Research areas include implementation science, community engagement, participatory research, social and cultural determinants, health systems research, programme implementation and evaluation, scale-up science, equity and inclusion, and One Health and community resilience.

Research Axis #3 - Communication, policy and evidence translation

Generating evidence is only the first step; ensuring that evidence informs decisions is equally important. This Research Axis focuses on the communication, governance, and policy processes that facilitate the translation of research into programmes, institutional practice, and public policy. Research areas include science communication, risk and crisis communication, public engagement, policy analysis, knowledge translation, research impact assessment, monitoring and evaluation, governance and accountability, and misinformation and trust.

Research Axis #4 - Digital society, innovation and societal impact

Digital technologies and artificial intelligence are rapidly transforming health and society. This Research Axis investigates how emerging technologies influence human behaviour, institutional decision-making, and equitable development while ensuring that innovation remains ethical, inclusive, and socially beneficial. Research areas include digital health, artificial intelligence and society, human-AI interaction, digital inclusion, responsible innovation, digital governance, technology adoption, digital trust, and impact assessment of emerging technologies.

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