Birdie is an innovative startup that helps companies understand millions of consumers’ opinions, transforming unstructured data into actionable insights.

Who we are

Birdie was founded in 2018 by four serial entrepreneurs with experience in Artificial Intelligence, Marketing Technology, and Data Analysis, with the purpose of amplifying the voice of consumers in their relationship with brands, allowing companies to improve their customers' shopping and consumption journey.


Since then, we’ve been working on helping consumer brands to have a clear understanding of their consumers’ opinions to improve their campaigns, products, and services. To make sure we’re developing cutting edge products, Birdie is located in Palo Alto, at the heart of Silicon Valley, and has a close relationship with some of the best Universities in Business, Engineering, and Artificial Intelligence.


We’re a VC-backed startup, and both Birdie and its founders were awarded several entrepreneurship and innovation awards and participated in some of the most prestigious startup and entrepreneurship programs in the world. 

Birdie's story

In the Validation Economy, consumers are no longer buying products based on what brands are saying. Actually, 94% of them only buy after reading several reviews from other consumers or experts - and the number of reviews and conversations available online doubles every few months. 


On the other hand, brands are overwhelmed with the ever-growing amount of data that they need to analyze, spending up to 80% of their time trying to connect several sources of consumer data and make sense of them, while still not getting enough insights to make the best decisions.


As consumers who were also working close to Marketing and Consumer Insights teams, we noticed that manufacturers were spending millions of dollars in commissioning biased surveys and missing the chance to learn from the real consumer feedback that was already there: e-commerce reviews, experts analysis, discussions forums, and more. 


In order to help brands get access to that untapped source of insights, Birdie started to analyze the most important channels for buying decisions, such as e-commerce reviews and Q&As, and to automatically structure that data in a much deeper sense. With that, we started allowing companies to have an ongoing process of automatically extracting insights from data with less effort, at a better price, and in a much less biased view.


Welcome to insights-as-a-service, the Future of Consumer Insights.

The leadership behind Birdie

Birdie was founded by a team of four serial entrepreneurs who have been working together for more than 10 years. Our most valuable asset, our team, is growing and has a diverse background, from Engineering and Machine Learning P.hDs to Data Visualization and Marketing experts. You can find us distributed across different places like Palo Alto, Miami, Dallas, and several cities in Brazil. 

Alex Hadade, CEO

Alex is an entrepreneur with more than 25 years of experience. He founded Arizona, a leading Latin America martech company that has over 30 million dollars in revenue, in 1998. In his 20 years leading Arizona, Alex became an international Endeavor entrepreneur and won several entrepreneurship awards, such as CNBC’s 20 most innovative executives in Latin America. He is also an active Endeavor mentor and is currently studying at Harvard’s OPM course. He is also part of YPO (Young President Organization). Alex left Arizona as an executive in 2018, after envisioning the dream of building a scalable and impactful tech global business. He co-founded Birdie with 2 other Arizona senior executives.

Everton Cherman, CTO

Everton joined Birdie in early 2018, after selling Onion Technology – his previous artificial intelligence company – to focus full-time on Birdie. Everton graduated in Computer Science from the  Universidade Estadual do Oeste do Paraná, and has a PhD in AI from USP-São Carlos. He is also a post-doc in NLP and Machine Learning. He has more than 12 years of experience with Machine Learning, Data Crawling, and Artificial Intelligence and has been working in data mining and natural language processing projects since 2005.

Patrícia Osorio, CRO

Pat has more than 10 years of experience in marketing and business development. After graduating in both Law and BA in the top Universities in Latin America, she joined Arizona in 2007 to lead product marketing and business development and soon became a partner. She also co-founded HomeRefill, online subscription e-commerce, and GVAngels, an angel investment group that is a pioneer and leader in Brazil. Pat is a growth hacker who graduated from Growth Tribe (Europe) and has experience with B2B Growth and Acquisition in Brazil and the USA. Together with Alex, she saw the opportunity to use product data for insights and drafted the first version of Birdie in late 2017.

Rodrigo Pantigas, CPO

Pants is a self-taught professional that learned how to code and build products by himself while working at a small printing automation company that was acquired by Arizona in 2008. After 5 years of working in technology and infrastructure projects for companies like Carrefour, Coca-Cola, and Danone, he became the Head of Product at Visto, Arizona’s digital asset management platform. He implemented Agile and 3.0 Management (OKRs) practices in the company and helped to develop Birdie’s product and UX vision. He also left Arizona in 2018 to co-found Birdie with Alex and Pat.

Ted Clark, COO

Ted Clark has more than 19 years’ experience managing operations, client service, and solutions consulting on both the agency and supplier sides of research. Throughout his career, Clark has worked with class defining brands like Amazon, AT&T, Converse, CVS, Disney, HP, Kellogg’s, Nestle, P&G, PepsiCo, and Walmart. Most recently, as Toluna’s SVP of Client Solutions, Clark led the company’s digital product sales engineering and customer success verticals, developing growth strategy initiatives and custom innovation outside the traditional book of business to increase new client opportunities by 27%, win rate by 21%, client retention by 43% and revenue by 41%.

Fernando Wey, CMO

Fernando Wey is an accomplished marketing and business management executive with over 20 years of experience in consumer goods, home appliances, telecom, and technology & services, working with multinational organizations like Whirlpool Corporation, Telefonica/Vivo, Citigroup, and SharkNinja in the US, Europe, Asia, and Latin America, and also with start-ups. Throughout his career, Fernando launched new businesses, led turnarounds, and delivered aggressive growth targets, supported by consumer-centric and innovation-driven strategies, and along the way won a number of awards including the Top of Marketing Award from the Association of Marketing and Sales Directors of Brazil. Based in Chicago, Wey has an MBA from the Kellogg School of Management.

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 Birdie understand millions of consumers opinions from reviews and conversations and turns them into actionable insights to help manufacturers improve their products and sell more.