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 frameworks assume Western consumers and stable currencies. Turkey is neither. The brief: understand the why behind payment behaviour in a volatile economy, not just the what — and translate it into implications global product teams could act on.
Outcome
Strategy reports that now inform Google’s thinking on payment products for emerging markets — field insight from Turkey, translated for global 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
→
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 frameworks assume Western consumers and stable currencies. Turkey is neither. The brief: understand the why behind payment behaviour in a volatile economy, not just the what — and translate it into implications global product teams could act on.
Outcome
Strategy reports that now inform Google’s thinking on payment products for emerging markets — field insight from Turkey, translated for global 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
→
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 frameworks assume Western consumers and stable currencies. Turkey is neither. The brief: understand the why behind payment behaviour in a volatile economy, not just the what — and translate it into implications global product teams could act on.
Outcome
Strategy reports that now inform Google’s thinking on payment products for emerging markets — field insight from Turkey, translated for global 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
→
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 frameworks assume Western consumers and stable currencies. Turkey is neither. The brief: understand the why behind payment behaviour in a volatile economy, not just the what — and translate it into implications global product teams could act on.
Outcome
Strategy reports that now inform Google’s thinking on payment products for emerging markets — field insight from Turkey, translated for global 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
→