UNICEF Pakistan introduced new data collection methodologies, research designs, and analysis frameworks to monitor the changing situation of people’s knowledge, attitudes and norms around COVID-19. UNICEF established an adaptable mechanism to generate, synthesize and use behavioural and social data to guide the COVID-19 response of the government and partners. They built from existing expertise in qualitative research, generated qualitative data through local and globally developed tools, and triangulated the data with additional quantitative and qualitative information including triangulation of self-reported responses with observational studies. UNICEF’s synthesis of data on behalf of partners and engagement with partners created a shared understanding of sentiment, behaviour and impact of COVID-19 on the population over time and supported actionable recommendations for policy, programmes, RCCE interventions and further research.