I usually go for peanut butter consistency. A little bit wetter than bread dough (but not much) and a little bit drier than "gooey."
Usually if it's a little bit wetter than bread dough, the bees start licking up all the sugar water on the outside, then when they are done with that, they are all ready for the pollen. At least that is my observation.
I know others that go for bread dough consistency.