Google Payments
Role
Lead Researcher
Year
2025
Google commissioned local research to understand how people in Turkey actually handle payments and money — one of the world’s most dynamic payments markets, where digital adoption is accelerating on top of a strong cash culture, and where Google Pay isn’t yet available. Studio Into brought me in to lead it.
Localised research on digital payments
Strategy Report
Mixed Method Research
The Challenge
Most payment research is built around Western markets and stable currencies. Turkey is different. The brief: understand why people in Turkey pay the way they do — not just what they do — and turn it into clear implications for Google's product teams.
Outcome
- Strategy reports informing Google Payments decisions
- Market insights from Turkey translated into global strategy
- Used by cross-functional product teams
Cultural immersion day kick-off at Google Istanbul office
My Role
Lead Researcher — I designed the research programme with the Studio Into team, built and led the local research team, ran synthesis, and translated ethnographic observation into product strategy implications for the global team.
At-home in depth interviews with consumers, SMEs and creators
The Approach
A two-phase programme designed for cultural depth. Phase one: online diary studies to understand day-to-day spending habits and form hypotheses. Phase two: cultural immersion and in-home, in-depth interviews with consumers, small business owners, and creators — meeting people where they actually manage their money. Throughout, synthesis sessions turned observation into strategy implications
A look into the payments strategy report
The Outcome
The work is under NDA, so I can share direction rather than detail. At a high level: payment behaviour in Turkey challenged several assumptions global fintech teams often hold about emerging markets — how people adopt digital payments, what builds trust in financial products, and the role account-to-account payments play in daily life.
Local research, global impact: Field insights from Turkey that challenge how a global payments team thinks about emerging markets.
Next project
Zalando Lounge
→
Let's work together
/
Google Payments
Role
Lead Researcher
Year
2025
Google commissioned local research to understand how people in Turkey actually handle payments and money — one of the world’s most dynamic payments markets, where digital adoption is accelerating on top of a strong cash culture, and where Google Pay isn’t yet available. Studio Into brought me in to lead it.
Localised research on digital payments
Strategy Report
Mixed Method Research
The Challenge
Most payment research is built around Western markets and stable currencies. Turkey is different. The brief: understand why people in Turkey pay the way they do — not just what they do — and turn it into clear implications for Google's product teams.
Outcome
- Strategy reports informing Google Payments decisions
- Market insights from Turkey translated into global strategy
- Used by cross-functional product teams
Cultural immersion day kick-off at Google Istanbul office
My Role
Lead Researcher — I designed the research programme with the Studio Into team, built and led the local research team, ran synthesis, and translated ethnographic observation into product strategy implications for the global team.
At-home in depth interviews with consumers, SMEs and creators
The Approach
A two-phase programme designed for cultural depth. Phase one: online diary studies to understand day-to-day spending habits and form hypotheses. Phase two: cultural immersion and in-home, in-depth interviews with consumers, small business owners, and creators — meeting people where they actually manage their money. Throughout, synthesis sessions turned observation into strategy implications
A look into the payments strategy report
The Outcome
The work is under NDA, so I can share direction rather than detail. At a high level: payment behaviour in Turkey challenged several assumptions global fintech teams often hold about emerging markets — how people adopt digital payments, what builds trust in financial products, and the role account-to-account payments play in daily life.
Local research, global impact: Field insights from Turkey that challenge how a global payments team thinks about emerging markets.
Next project
Zalando Lounge
→
Let's work together
/
Google Payments
Role
Lead Researcher
Year
2025
Google commissioned local research to understand how people in Turkey actually handle payments and money — one of the world’s most dynamic payments markets, where digital adoption is accelerating on top of a strong cash culture, and where Google Pay isn’t yet available. Studio Into brought me in to lead it.
Localised research on digital payments
Strategy Report
Mixed Method Research
The Challenge
Most payment research is built around Western markets and stable currencies. Turkey is different. The brief: understand why people in Turkey pay the way they do — not just what they do — and turn it into clear implications for Google's product teams.
Outcome
- Strategy reports informing Google Payments decisions
- Market insights from Turkey translated into global strategy
- Used by cross-functional product teams
Cultural immersion day kick-off at Google Istanbul office
My Role
Lead Researcher — I designed the research programme with the Studio Into team, built and led the local research team, ran synthesis, and translated ethnographic observation into product strategy implications for the global team.
At-home in depth interviews with consumers, SMEs and creators
The Approach
A two-phase programme designed for cultural depth. Phase one: online diary studies to understand day-to-day spending habits and form hypotheses. Phase two: cultural immersion and in-home, in-depth interviews with consumers, small business owners, and creators — meeting people where they actually manage their money. Throughout, synthesis sessions turned observation into strategy implications
A look into the payments strategy report
The Outcome
The work is under NDA, so I can share direction rather than detail. At a high level: payment behaviour in Turkey challenged several assumptions global fintech teams often hold about emerging markets — how people adopt digital payments, what builds trust in financial products, and the role account-to-account payments play in daily life.
Local research, global impact: Field insights from Turkey that challenge how a global payments team thinks about emerging markets.
Next project
Zalando Lounge
→
Let's work together
/
Google Payments
Role
Lead Researcher
Year
2025
Google commissioned local research to understand how people in Turkey actually handle payments and money — one of the world’s most dynamic payments markets, where digital adoption is accelerating on top of a strong cash culture, and where Google Pay isn’t yet available. Studio Into brought me in to lead it.
Localised research on digital payments
Strategy Report
Mixed Method Research
The Challenge
Most payment research is built around Western markets and stable currencies. Turkey is different. The brief: understand why people in Turkey pay the way they do — not just what they do — and turn it into clear implications for Google's product teams.
Outcome
- Strategy reports informing Google Payments decisions
- Market insights from Turkey translated into global strategy
- Used by cross-functional product teams
Cultural immersion day kick-off at Google Istanbul office
My Role
Lead Researcher — I designed the research programme with the Studio Into team, built and led the local research team, ran synthesis, and translated ethnographic observation into product strategy implications for the global team.
At-home in depth interviews with consumers, SMEs and creators
The Approach
A two-phase programme designed for cultural depth. Phase one: online diary studies to understand day-to-day spending habits and form hypotheses. Phase two: cultural immersion and in-home, in-depth interviews with consumers, small business owners, and creators — meeting people where they actually manage their money. Throughout, synthesis sessions turned observation into strategy implications
A look into the payments strategy report
The Outcome
The work is under NDA, so I can share direction rather than detail. At a high level: payment behaviour in Turkey challenged several assumptions global fintech teams often hold about emerging markets — how people adopt digital payments, what builds trust in financial products, and the role account-to-account payments play in daily life.
Local research, global impact: Field insights from Turkey that challenge how a global payments team thinks about emerging markets.
Next project
Zalando Lounge
→
Let's work together
/