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Patricia Osorio Tells Us How Birdie Transforms Millions of Consumers’ Reviews into Insights that Help Consumer Brands Build Better Products

kokou adzo



Patricia Osorio Birdie

First of all, how are you and your family doing in these COVID-19 times?

Patricia Osorio: Thanks for asking! I can say I’m lucky that we’re all in good health. I miss my family and friends in Brazil, though.

Tell us about you, your career, how you joined Birdie

Patricia Osorio: I was born in a small town in Brazil, the daughter of two very entrepreneurial doctors, with several side-businesses, and they always encouraged me to think like an entrepreneur and to pursue something beyond a good job at a good company. I studied at 2 of the top Latin American universities at the same time (Law at USP and Business Administration at FGV-EAESP) and, probably because of my parents, I decided since the beginning that I didn’t want to work for a large corporation.

Through an extra-curricular program at my University, I was able to meet Alex, an endeavor entrepreneur, and join his startup when it had only 35 employees. Since then, I was responsible for several different areas and initiatives, all related to Strategy, Business Development, Marketing, and Sales. One of my responsibilities was identifying trends and needs in the market that we could solve with a new product or service. One of the projects involved using Artificial Intelligence and Data Visualization to generate Insights from consumer-generated data, and that’s how Birdie started.

How does Birdie innovate?

Patricia Osorio: Birdie reads millions of conversations from consumers on the Internet and transforms them into relevant insights about the buying experience and customer satisfaction with a product. That helps our clients identify threats and opportunities to their products and make improvements based on spontaneous consumer feedback. Our approach is innovative because we automated the work to understand what people are saying in a granular way, making it easier, cheaper, and faster for our clients to spot relevant insights.

How the coronavirus pandemic affects your business, and how are you coping?

Patricia Osorio: At the beginning of the pandemic, most of our clients and prospects in the Electronics space frozen negotiations and developments. Companies on other industries, especially Food & Beverages and Personal Care, on the other hand, accelerated a lot of projects, and the need to understand the expectations of consumers in this “new normal” made them see Birdie as a partner to get them closer to consumers. After a few months, the same thing happened with the Electronics companies, and we now see that most companies are back on track. So, in general, we were more positively affected.

Did you have to make difficult choices, and what are the lessons learned?

Patricia Osorio: The one difficult choice that we always need to make is to focus. As entrepreneurs, we always see problems as opportunities, and there are lots of them there, especially in the area we’re working. Keeping our energy, eyes, and brains on the opportunities we chose for the long-term can sometimes be hard, and saying more no’s than yes’s is an exercise that we do all the time.

How do you deal with stress and anxiety? How do you project yourself and Birdie in the future?

Patricia Osorio: I’m a morning person, and I love to exercise frequently, especially outdoors. Exercising helps me tire my body and relax my mind, so I always start my day going out for a run or working out at the gym. It helps me get the energy and concentration needed to start the day. Another thing I do is to give myself some time before an important meeting because I know that I need to be 100% present, and these extra minutes are important to settle down.

Every time I had to run to an important meeting without preparing for it, I noticed my performance wasn’t the same. I always try to take small breaks where I breathe deeply, walk a bit, and look outside. Doing this allows me to put things in perspective, remembering how small we are compared to the vast greatness of nature, and then to look back at the thing that was stressing me or worrying me and notice it’s not as big a deal as it looked when I was immersed in it.

In the future, Birdie wants to be the single System of Intelligence for our clients when it comes to managing consumer feedback about products, services, and their buying experience. We also want customers to share sales data and other data sources with Birdie as well to help our clients discover where they should focus their energy to generate more revenue and keep their customers satisfied.

I want to be making a huge impact on the female and LGBTQI+ entrepreneur ecosystem, inspiring other women to build great things and helping entrepreneurs with mentoring and advisory sessions.

Who are your competitors? And how do you plan to stay in the game?

Patricia Osorio: We indirectly compete with larger established brands like Sprinklr and Brandwatch, but most of them have a different focus as their primary goal is being a system of engagement, and ours is a system of intelligence. This difference is substantial because our focus is on analyzing data to generate insights, and theirs is to capture data and interact with it. Being a smaller company also allows us to be more focused and to deliver things faster and provide a closer and personal customer service to our clients. This helps us to stay innovative and, hopefully, ahead.

Your final thoughts?

Patricia Osorio: I’d just like to thank you again for this opportunity and make myself available to your audience in case they want to connect and discuss anything.

Your website?

Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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