Keep "why consulting" and "why this firm" connected but distinct.

"Why consulting" should explain the work you want more of and why your PhD led you toward it. "Why this firm" should add specific evidence about the office, people, platform or work.

For example, moving from long research cycles to faster team-based decisions can explain consulting, while repeated conversations with a healthcare practice can explain the firm.

Avoid answers that would still work unchanged if you swapped the firm's name. For more detail, see the first-round consulting interview guide and the PhD to consulting without business experience guide.

imo My first answers were way too long because I kept explaining the research context. I learned that pretty quickly.

I reused one story in different interviews, but changed the emphasis depending on the question.

yeah, For why consulting, making the move feel intentional mattered more than having a dramatic story.