Meet Slices - the latest feature to land in your Stickybeak report.
Slices is your shortcut to audience analysis and identifying opportunities. Easily reveal an untapped audience, an appeal score that looked the same until you split it, or a market that's not behaving like the rest.
Slices is now available on every test you run (and the past ones too!).
Compare up to four audience profiles, and every test question re-cuts against them in one scrolling view, with the real gaps highlighted for you.
Adjust a profile and the comparison updates on the spot, no reloading, no re-running. And because your profiles are built straight from how you targeted the test, there's no rebuilding your audience from scratch.
Recommended slices are identified for you - review in a single click. Or build your own profiles to slice and dice your data.
Slices aren’t limited to demographics - a profile can be built from how respondents answered a question in the test itself, category buyers versus non-buyers, or fans of one brand versus another.
Slices only highlights differences that are statistically reliable — so you act on the finding, not on noise.
Splitting a sample into smaller profiles is exactly where research can go wrong. A gap that looks big can just be a smaller profile being noisier, not a genuine difference.
With Slices, a gap only gets highlighted once it clears two checks: a 95% confidence threshold, and sample size is large enough to be reliable. In plain terms, the pattern is one you'd very likely see again if you ran the test a second time. Not a one-off you're chasing by accident.
A gap stays grey, meaning it's not highlighted, for one of two reasons: not enough people answered the question on one side to say anything reliable, or the gap itself just isn't big enough to trust. Either way, you know why you're not seeing a highlight, rather than wondering if something got missed.
So a highlighted gap is worth acting on, even when it's built from a smaller share of respondents.
Sometimes the gap hides in plain sight. Two profiles can rate a concept's overall appeal almost identically, then tell a completely different story the moment you ask about gender, their age, or where they live.
Open Slices, select your two profiles, and every question in the test lines up with both profiles' answers side by side, each in its own colour. Nothing new to run, nothing to build.
Geography is often where the starkest gaps show up too. That's especially useful when a test spans multiple markets and you need to know whether the story holds everywhere, or just somewhere.
The best FMCG decisions are consumer-led, not opinion-led. Slices just makes it easier to prove which one you're making.
Slices is live now, and available on every test result, including the ones you've already run.
Explore Slices in your results or book a demo to find out more
.png)
