Gabriel Lupu is a Research Coordinator at Cult Market Research, with over ten years of experience in market research, consumer behavior and sociological analysis. He collaborates with leading financial institutions in Romania, including BCR, on studies exploring digital adoption, youth banking habits and the evolving relationship between identity and financial behavior.
He is the lead researcher of the recent BCR study on Gen Z financial lifestyles, investigating how digital wallets, gamification and social-finance experiences shape young consumers’ expectations. His work combines quantitative and qualitative insights to explain how “banking as identity” emerges among new generations.
