PurposeTo investigate the potential to employ tactile form‐shaping as a prerequisite to the production of physical industrial design models by rapid prototyping.Design/methodology/approachUsing a haptic feedback device to allow the designer to “feel” 3D virtual geometry as part of the evaluation and sculpting process. To maintain a close association with professional practice, this was undertaken as part of a product design case study in which a haptic feedback/rapid prototyping strategy was compared and contrasted with the more traditional workshop‐based shaping of Styrofoam by hand.FindingsThe use of a haptic feedback device facilitated the production of rapid prototype components that had been defined through feel and sculpting, albeit prior to the build process. Despite shortcomings in the ability to replicate activities undertaken in a workshop environment, other creative opportunities emerged that could not have effectively been produced using any other methods.Research limitations/implicationsWhilst based on generic industrial design methods, the findings are drawn from only one case study.Practical implicationsA useful evaluation for those wishing to undertake further research into haptic feedback modelling or employ such a system during professional practice.Originality/valueThe study moves forward the debate into the merits and application of virtual and physical modelling techniques and provides useful case study evidence of direct comparison.