Ads Are Broken. Feedback Fixes Them
Mark Pavlyukovskyy and Hendrik Remigereau host TechMates, the NZVC podcast. The guest on this episode is Anna Henwood, Co-Founder and CEO of Stickybeak, and it went out on 14 August 2025. It covers the NZVC portfolio company Stickybeak.
- Guest
- Anna Henwood, Co-Founder and CEO of Stickybeak
- Date
- 14 August 2025
- Companies
- Stickybeak
- Watch
- YouTube
- Listen
- Spotify
Anna Henwood, co-founder and CEO of Stickybeak, runs a fast, affordable consumer-testing platform that recruits real people through social channels and panels so marketers can validate names, packs, claims, and ads within 48 hours. She describes leading Les Mills' marketing through COVID and a direct-to-consumer pivot, why to test ingredients rather than the cake, and how tariffs and export shifts change where brands grow. Stickybeak has passed 100 customers and is expanding in the UK and Australia.
“Test ingredients, not the cake.”Anna Henwood
- From corporate CMO to startups: lessons from the jump.
- How Stickybeak recruits real people globally through Meta, TikTok, and panels.
- Test ingredients, not the cake: pre-testing creative and packs.
- Using AI for expert guidance rather than synthetic audiences.
Companies in this episode
Stickybeak, market research, consumer insights, FMCG, advertising, Les Mills, AI