Industrial Design Consultancy Vs. Industrial Design Agency: Are They the Same?

When it comes to working with a product development team there are two approaches you can take, Industrial Design consultancy or Industrial Design Agency. While both focus on creating outstanding products, their methods, objectives, and roles vary significantly.

At FLYNN, we have over 20 years of experience helping startups, entrepreneurs, and SMEs bring innovative products to market. We understand that both agency and consultancy approaches have their place, and that the right approach depends on the client's needs. We treat it as a spectrum, it doesn't have to be strictly one or another, there can be times when the best approach is somewhere in the middle. Every projects needs something different and by offering both we can tailor our services to each project's unique requirements.

However, we often find that many aren't aware of the differences between the two or the added value a consultancy approach can bring to certain projects. By offering top industrial design consultancy as well as agency services, we're able to help our clients understand the benefits of each approach and determine which will have the greatest impact on their project, ultimately driving commercial success.

In this blog, we’ll break down the key differences, help you determine which approach aligns with your needs, and explore why agency services are often easier to sell than consultancy work.

What’s the Difference Between Industrial Design Consultancy and Industrial Design Agency?

Industrial Design Consultancy: Experts In Strategy and Vision

An industrial design consultancy serves as a strategic partner, helping companies define the vision, direction, and overall user experience of a product. A consultancy will provide expert guidance, insights, and recommendations throughout the entire product development process with the goal of increasing commercial success and future ROI.

Key Features:

• Strategic and advisory expertise: Consultancies assist businesses in determining what to create, why it matters, and how to ensure it resonates with users     while standing out in the market.
• Comprehensive approach: They take a broad perspective, analysing market trends, consumer behaviour, and business models. Their work often includes     product-market fit analysis, user research, branding, and business strategy.
• Collaborative partnerships: Consultancies work closely with internal teams and decision makers, providing direction, refining business objectives, and ensuring     the final product aligns with the company’s overall strategy.

Industrial Design Agency: Streamlined Product Development

In contrast, industrial design agency is a hands-on execution partner dedicated to transforming a design concept into a tangible product. Their primary focus is on developing and refining the product’s design according to the client’s brief.

Key Features:

• Execution-driven approach: The focus is on turning a client’s vision into reality, working on aspects like form, materials, functionality, and ergonomics, often taking a product from initial concept to prototype or final production.
• Client-focused solutions: Operating with a clear and predefined vision, an agency approach ensures the final product aligns with the client’s expectations in terms of aesthetics, usability, and manufacturability.
• Efficient turnaround: Agencies work to a predefined brief and specification, allowing them to move quickly and efficiently, delivering exactly what the client envisions within a shorter timeframe.

Which Approach is Right for You?

Choosing between an agency or consultancy approach ultimately comes down to your specific business needs.

• When Consultancy is the Right Choice: If you’re a startup or at a pivotal stage in your business, a consultancy approach may be the best fit. Consultancies provide fresh perspectives, strategic direction, and guidance on aligning your product with the market. They take a more proactive approach to product development, not only working on the product design but also they help define product vision, user personas, and long-term goals. If you’re still refining your concept and need a strong foundation for success, a consultancy is the ideal partner.
• When Agency is the Better Fit: If you already have a clear and validated product vision and need help turning it into a tangible design, an agency approach is the way to go. Agencies specialise in execution, taking your ideas, market research, and business objectives and transforming them into refined, production-ready designs. If your concept is well-defined and you need expert designers to handle the details of form, function, and user experience, an agency is the right choice.

Why Are Most People Fixed On On Agency Approach?

Many companies that come to us for product development assume they need an agency approach and are often hesitant to consider a consultancy model. However, our most successful clients are typically those who embraced the consultancy approach. So why is the agency model easier to sell? This question is especially intriguing because it touches on both human psychology and business dynamics. Understanding these factors can help you make a more informed decision about which service best aligns with your needs and help ensure that your making your decision for the right reasons.

1. Clear Deliverables = Easier Buy-in

With an agency, the scope of work is typically well-defined and measurable. When a company hires an agency, they usually know exactly what they will receive, whether it’s product concepts, prototypes, or marketing materials. These tangible deliverables make it easier for clients to see, touch, and evaluate progress.

• The psychology of clarity: People naturally trust what they can visualise. Agencies will work closely to the clients brief, making it easier to communicate value at the stage of sale. Clients can immediately understand what they are paying for and what to expect.

In contrast, consultancy work is often more abstract. What they are selling does not yet exist and so there is more trust required that they will deliver the added value that they promised. Because the value of consultancy work isn’t always immediately obvious, it can be harder to sell.

2. Perceived Immediate Value

Clients often view agencies as providing immediate, hands-on value: “We need a design, and the agency can deliver what we want.” There is a clear correlation between the money spent and the work produced, which makes the return on investment (ROI) feel more tangible.

On the other hand, the benefits of consultancy work are not always immediately apparent. Strategic insights take time to show results, and the ROI is often realised down the line rather than in the short term. Clients may struggle to see how strategic guidance directly translates into a finished product, making it a more challenging sell.

3. Misconceptions About the Strategic Role

A common misunderstanding is that product design is purely about aesthetics. Because of this, clients often grasp the value of an agency more easily, they see agencies as the ones who “make things look good.” However, the strategic thinking behind successful products often goes unnoticed or under valued.

Consultants must educate their clients about the importance of long-term strategy, which adds an extra layer of complexity to the sales process. Demonstrating how strategic planning leads to better products and business success takes time and requires building trust.

4. Emotional Appeal

Agencies tap into clients’ emotions. Clients are passionate about their ideas and want to see them realised. The ability to visualise a finished product creates excitement and anticipation, making agency work more appealing from an emotional perspective.

In contrast, consultancy work relies on logic and long-term planning, which can be harder for clients to connect with emotionally. At the time of sale, consultancy deliverables often exist only as ideas, requiring clients to place greater trust in the process. This makes consultancies a harder sell compared to agencies, which offer more immediate and tangible results.

Which is Right for Your Project?

Deciding between a consultancy approach and an agency approach largely depends on your stage in the product development process and your expertise in bringing products to market. Here's a breakdown to help you determine which option may be the best fit for you:

When an Agency Approach is Right for You:

An industrial design agency is best suited for businesses with a clear vision and a validated product concept. If you're ready to dive into the design and development phase but need experts to bring your idea to life, then the agency approach is what you need. If your product has already been validated in the market, through testing, prototyping, or customer feedback, and you know it has strong market potential, the agency approach will help refine the design and guide you toward production.

• You have experience bringing products to market: If you’ve previously launched products and are familiar with the design and manufacturing processes, an agency is a good fit. You understand what works, what doesn’t, and are comfortable with the hands-on aspects of product design.
• Your product has been validated: You’ve collected the data to prove there's a demand for your product. You’ve already identified your target market, your customers' needs, and how your product fits within that context.
• You want fast execution: Agencies excel at delivering quick, tangible results. If you have a clear vision and need a skilled team to execute your design swiftly, an agency can help you move from concept to prototype and production-ready designs much quicker.

When a Consultancy Approach is Right for You:

If you're in the early stages of product development or need strategic guidance to ensure your product’s commercial success, an industrial design consultancy is the better option. Consultancies are ideal for businesses seeking help in defining their product, understanding their target market, and creating a long-term strategy for success.

• You need help with the bigger picture: A consultancy will assist you in defining market fit, understanding consumer needs, and making the strategic decisions that lead to a commercially viable product. If you're unsure about your product’s potential or need help validating your idea, a consultancy is crucial for building a strong foundation.
• You’re new to product development or the market: If you’re a first-time founder or entering an unfamiliar market, you might not fully grasp the nuances of product design, user behaviour, or the development process. A consultancy can provide the insights and frameworks necessary for smarter decision-making.
• You want to ensure long-term success: Consultancies focus not just on immediate needs but on shaping the vision for your product’s future. They help you avoid costly mistakes by guiding you through research, validation, and iteration, ensuring that your product can scale and succeed in the market.

Conclusion

Choosing between a consultancy and an agency approach depends on your specific business needs and where you are in your product development journey. If you're seeking strategic insight and long-term direction, a consultancy approach is the right choice. However, if you just need a team to bring your idea to life, an agency approach would be the most effective route.

Understanding the psychology behind selling these services should help you understand if you are making your choice for the right reasons. While agencies might seem more appealing due to clear deliverables, faster results and lower cost, consultancies provide the essential guidance that brings long-term success and market relevance.

If you're ready to kick off a product development project but are unsure what kind of support you need, schedule a free discovery call with our team. We’d love to hear about your product idea and help you figure out the best approach for your needs.

We provide businesses with product design consultancy, industrial design, prototype design & related services.

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