Friedman's research focuses on how individual behaviors are shaped by their institutional contexts and how these behavioral responses determine the ultimate impacts of proposed or implemented policies. She has studied and continues to study causes of participation in violence, the impact of ARV access on sexual activity, the role of corruption and clientalism in changing the impacts of health service provision, and the relationship between education and political beliefs. Ongoing projects investigate health-seeking behavior among people living with HIV in Uganda, the behavior of licensed chemical sellers in Ghana, advertising and take-up of voluntary medical male circumcision in South Africa, and habit formation in condom use.